Santander Bank’s Black Tea Friday

This post is a part of our People’s Insights monthly brief for November, called “Disrupt, or be Disrupted.”

Increasingly, Black Friday is becoming known as much for its long lines, violent brawls and occasional stampedes as for its value-for-money deals.

In fact, this was the first year where sales over the four-day weekend declined (TIME: Spending drops 11%).

Spanish bank Santander’s gamble to cater its messaging to people wary of the Black Friday madness may have paid off quite well.

Black Bean Soup Black Friday

A week before Thanksgiving, Santander Bank US published a video that showed a father and son waking up early on Thanksgiving, heading past a mall and volunteering at a soup kitchen. It ends by asking viewers how they will make their “day after Thanksgiving” more meaningful. The video raked up 150,000 views on Facebook.

Santander also shared a series of posters suggesting people “Have a Black Tea Friday” or a “Black Kung Fu Friday” with their kids.

It’s a fresh initiative, and the focus on meaningfulness and family helps the bank differentiate itself. Now that the bank knows its messaging seems to be in the right direction, it will be interesting to see its efforts next year. Maybe we’ll see some family events sponsored by Santander branches on the “day after Thanksgiving.” It would definitely help get more customers and people involved.

Disrupt, or Be Disrupted – People’s Insights from MSLGROUP

Nidhi Chimnani

Nidhi Chimnani

Nidhi is Director of Research and Insights at MSLGROUP. She tracks digital consumer trends for People’s Insights and is community manager of MSLGROUP’s insights community SPRINT. Tweet her at @nidhichimnani

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